Vietnam is one of the fastest growing countries and markets for beauty products, therefore, penetrating this market can bring tremendous benefits. This study aims to look at the purchase intention of Vietnamese consumers to have more in-depth knowledge of the factors that influence the consumers motivation and purchase intention of consumers with regards to social and professional impact as well as five important influential factors that affect consumers intention to buy. The study deploys the case study method of research, with data collection from in-depth interviews from 7 interviewees of different genders, occupation, income level. The questions that are asked of the interviewees include: specific questions regarding their habits of using beauty products, the social influence of their surroundings on their usage of skincare products, the requirements of how to present themselves in a certain manner according to their occupation, specific questions about the five factors of influence, that were studied in past research, and their opinions on each factor’s importance to their purchase intention, the questions about purchase intention based on income are also included as a part of the five factors. Consequently, this research is able to look deeper into the attributes that are required from the influential factors, from a Vietnam society setting. For each factor, more details of the expectation consumers are discovered as the informants from the Cases expressed their points of view on the subject. The major findings of this study are the fact that the interviewees are able to point out which specific features and requirements that they are expecting from a manufacturer or how they want the product to be marketed and concentrated, also, what aspects are not needed and unnecessary. The result findings can be beneficial to researchers, marketers, product manufacturers or anyone interested in getting to know consumers’ purchase intention on a deeper level.

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